Marketing Mix Research
Products
- Men, Women and Children
- Clothing, footwear, handbags, sunglasses, watches, jewellery, accessories and house hold appliances e.g. collaboration with Smeg.
- Beauty range launched in April 2009.
Prices
- High and luxury brand
- Ranges from £27, 500 to £155
- Price also due to high quality
- High prices make up for money spent on celebrities and influencers wearing the Dolce & Gabbana's clothing.
Place
- 222 monobrand stores across 41 countries 41 countries in 2016.
- London, New York, Tokyo etc. but the amount of stores is controlled in order to keep exclusivity.
- Can be found on a range of E-Commerce sited and department stores such as Harrods and Net-a-Porter.
- Pop-up stores in Mexico City, Dubai and Vietnam. Trying to target other demographics.
Promotion
- Social Media - Instagram, Twitter, Facebook and YouTube.
- Print and Video Campaigns.
- Controversial ads have led to some backlash against the brand.
- Uses lots of influencers and celebrities for promotion of the brand.
Visual Merchandising
Uses lots of visual merchandising e.g. themed window displays and store layouts to appeal to consumers and make people want to come and shop in the store.
By using themed stores it makes it more exciting for customers when entering and shopping in the store. This is something that Dolce & Gabbana should continue to do, as it makes them stand out against other stores.
- Men, Women and Children
- Clothing, footwear, handbags, sunglasses, watches, jewellery, accessories and house hold appliances e.g. collaboration with Smeg.
- Beauty range launched in April 2009.
- High and luxury brand
- Ranges from £27, 500 to £155
- Price also due to high quality
- High prices make up for money spent on celebrities and influencers wearing the Dolce & Gabbana's clothing.
Place
- 222 monobrand stores across 41 countries 41 countries in 2016.
- London, New York, Tokyo etc. but the amount of stores is controlled in order to keep exclusivity.
- Can be found on a range of E-Commerce sited and department stores such as Harrods and Net-a-Porter.
- Pop-up stores in Mexico City, Dubai and Vietnam. Trying to target other demographics.
Promotion
- Social Media - Instagram, Twitter, Facebook and YouTube.
- Print and Video Campaigns.
- Controversial ads have led to some backlash against the brand.
- Uses lots of influencers and celebrities for promotion of the brand.
Visual Merchandising
Uses lots of visual merchandising e.g. themed window displays and store layouts to appeal to consumers and make people want to come and shop in the store.
By using themed stores it makes it more exciting for customers when entering and shopping in the store. This is something that Dolce & Gabbana should continue to do, as it makes them stand out against other stores.
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